Content is King. Since the world wide web has exponentially grown, more people are using the opportunity to post blogs so to share their experiences, information with like-minded or educate a wider audience about their topic of expertise. Businesses and content leaders are now competing for a better positioning in the browsers.
Brands have made a strong shift in their strategy. The advertisement for which they pay is no longer for branding or sales reasons (generally!), but to get an extra page or a tiny corner in the magazine or newspaper so their "real" content can be featured (a technique also known as PR).
When we take contents to the digital space, Social Media channels are giving free access to any business willing to have a more opportunities to be found by their potential clients. Not to forget about the power of storytelling, which is the most natural way to engage with any audience. Or audio-visuals, another form of content that has turned to be the most consumed format since 2014. Last but not least, the expansion of Search Engine Optimisation strategies, for which content is a must if you want your website to be shown in browsers.
In fact, there’s so much content available on the web that there have recently born new professions in the digital marketing field such as content curator.
With this scenario, any brand must implement a strategy considering the creation of their own contents to share in as many channels AS available (this doesn’t mean it has to be corporate!! Read more about Permission Marketing here).
When we talk about content, we will be considering news distributed to the media, the audio-visuals, posts for social media, blogs articles; and even other offline materials or digital pieces, such as flyers, guides, official reports or study cases.
Advertising is content too, but including it in the whole content strategy makes it more effective as the traditional advertising. In fact, if we advertise without a content strategy behind, is a complete loss of money!
The most significant example of delivering content marketing is the gastronomic magazine we created for the client Andorra Park Hotel . This content strategy widely benefit them.
As well, some of the blog articles I wrote for the gastronomic blog section of the digital newspaper Ara.ad (click on image to read the original):
I am now the Founder of Ourgoodbrands.com, a digital newspaper which aims to promote social entrepreneurs and brands that are sustainable, ethical and eco&social-conscious. We want to provide information to consumers about more sustainable living options through brands that are creating a real impact worldwide and contributing to social causes and the health of our planet. If you are one of them, get in touch with me and let's chat about the different options to be featured!